DHX Media has penned a new deal with Mattel to produce and distribute a range of new multi-platform content based on the hit Rainbow Magic property.
The long-term, exclusive worldwide agreement will be managed under the Mattel Creations division with content that will be developed and produced at DHX Studios.
“We are delighted to once again team up with Mattel,” said Dana Landry, CEO of DHX Media.
“Following on from our recently announced partnership around the celebrated Mattel brands, Bob the Builder, Fireman Sam, Little People and Polly Pocket, this new Rainbow Magic agreement continues to leverage the strong and highly complementary relationship that exists between our companies.
“Rainbow Magic enjoys enormous popularity with girls around the world, driven by the brand’s extensive publishing programme and we see this as a tremendous opportunity for DHX and Mattel to grow the brand to new heights worldwide.”
Catherine Balsam-Schwaber, chief content officer of Mattel Creations, added: “In our mission to accelerate and maximise content creation and distribution for the vast portfolio of Mattel brands, today marks another great step towards our goal of expansion and we’re pleased to grow our relationship with DHX even further.”